Confectionery in Hong Kong, China

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Executive Summary

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CHOCOLATE CONFECTIONERY

Trends

Consumers demanded sophisticated and premium chocolate in 2015. As a gift, high-quality or well-known branded chocolate such as Ferrero Rocher achieved satisfying performance. For daily consumption, new flavours and innovative packaging obtained much attention. Consumers longing for premium products also welcomed handmade chocolate from Italy and Belgium.

Competitive Landscape

Ferrero Asia led value sales of chocolate confectionery with a 32% share in 2015. The competitive position was supported by the strong brand recognition of Ferrero Rocher, Kinda Bueno and Kinda Chocolate. Especially for Ferrero Rocher, as a premium brand with exquisite packaging, it was an excellent choice for mainland tourists and local residents to purchase as gifts.

Prospects

Chocolate confectionery is expected to see a 4% CAGR over the forecast period at constant 2015 prices. Influenced by the gift-giving custom in the culture, boxed assortments will lead the sales of chocolate in Hong Kong. Innovative products and new flavour development will help to attract more customers.

GUM

Trends

Health awareness concerns affected gum sales the most in 2015. Except for the basic function of gum, extra benefits related to health obtained much affection by consumers in Hong Kong. Ingredients with functions such as whitening teeth and oral hygiene are preferred.

Competitive Landscape

Mars dominated gum with a 98% value share in 2015. With high brand recognition and consumer trust, Mars achieved a little increase in terms of value share over the year. Its innovative marketing campaigns also have helped the company maintain its indomitable market position.

Prospects

The gum market in Hong Kong is still monopolistic and is expected to remain so in Hong Kong. With the public health awareness, sugar-free gum will continue to occupy the largest market share. Other functions may be added into gums to attract Hong Kongers.

SUGAR CONFECTIONERY

Trends

Hong Kong government continued to promote dietary sugar intake in 2015. The Centre for Food Safety (CFS) set up a committee, held an international symposium and even launched a Facebook page to promote sugar reduction. With the increasing health knowledge and consciousness, growth of sugar confectionery consumption in Hong Kong slowed down in 2015.

Competitive Landscape

Wrigley brands (owned by Mars) led the market in 2014 and 2015 due to their high brand recognition and constant marketing campaigns. Brand recognition stems from having high reliability and quality of products for several years in Hong Kong. Continual package changing and innovative ideas such as cooperation with makers of famous movies generated better sales. Wrigley Co (HK) brands are amongst the largest brands of confectionery sold under Mars, and Wrigley achieves outstanding performance in Hong Kong.

Prospects

The growth rate of sugar confectionery will not advance much due to the increasing health consciousness in Hong Kong. Although players are engaged in continuous innovation, the mature degree of the market and dietary sugar intake promotion will decrease the demand for most kinds of sugar confectionery.

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